At a Glance
- Tasks: Own and develop the retention strategy for a premium brand, focusing on customer loyalty.
- Company: Cowshed, a beloved British bath brand with a rich history and exciting future.
- Benefits: Competitive salary, unlimited holiday, hybrid working, and private health cover.
- Other info: Direct access to senior leadership and opportunities for career development.
- Why this job: Lead a vital function at a brand with engaged customers and significant growth potential.
- Qualifications: Experience in CRM, strong Klaviyo skills, and a passion for premium brand storytelling.
The predicted salary is between 70000 - 85000 £ per year.
Cowshed has been loved since 1998. The bath brand that lives on the shelf of people with taste. British, fragrance‑led, unmistakably premium - and now entering its most exciting commercial chapter yet. We’ve relaunched with new products, new packaging, and a clearer brand world.
The opportunity includes a large mailing list of decades‑loyal fans who’ve never been properly rewarded, a Klaviyo setup that’s barely scratched the surface, and a brand with character that makes for genuinely great CRM.
You’ll own the strategy and do the work as an individual contributor, focusing on:
- Klaviyo flows, lifecycle programmes, segmentation, copy, reporting
- Moving beyond abandoned cart to turn a dormant list into a genuine asset
- Building a loyalty programme that reflects the premium nature of the brand
What you’ll actually do:
- Own Klaviyo end to end - flows, campaigns, segments, testing, QA
- Clean, enrich and segment a rich contact database to unlock its commercial value
- Build the full lifecycle journey: welcome through to win‑back and VIP
- Develop a loyalty strategy worthy of long-term customers
- Work with the creative team to tell the Cowshed story
- Develop SMS from scratch, used selectively and with intention
- Build reporting that drives decisions
- Feed LTV insight back into acquisition for improved efficiency
What we’re looking for:
- Proven hands‑on CRM or lifecycle experience in a DTC brand
- Deep Klaviyo fluency
- Strong analytical skills and commercial instincts around LTV, cohorts, and repeat purchase
- A genuine feel for premium brand storytelling
- Experience scaling a retention function
- Experience in‑housing retention from an agency is a plus
What this role isn’t:
- A people management role in year one
- A discount‑led trading role
- A role for someone who needs a large team and perfect conditions to make progress
- A fit for those with purely subscription commerce backgrounds
What it actually is:
- A chance to own a function from day one at a brand with real equity
- Direct access to senior leadership
What you’ll get:
- £70,000 - £85,000 DOE
- Unlimited paid holiday
- Hybrid working - 2 days in our Soho office
- Private health cover including optical and dental (Aviva)
- 30% discretionary bonus
- Enhanced maternity leave
- 15 days sick leave
- 2 weeks work‑from‑anywhere
- Birthday off, plus 2 'You Time' days
- 2.5 charity volunteering days
- Anniversary incentives and milestone rewards
- EAP and Myndup mental wellbeing support
Cowshed is an equal opportunities employer. We welcome applications from candidates of all backgrounds, identities, and experiences.
Head of Retention - Cowshed employer: Up World
Cowshed is an exceptional employer that offers a unique opportunity to lead the retention strategy for a beloved premium brand. With a focus on employee well-being, including unlimited paid holiday and hybrid working arrangements, Cowshed fosters a supportive work culture that values creativity and innovation. The role provides direct access to senior leadership and the chance to shape a vital function within a company that is poised for exciting growth, making it an ideal environment for those seeking meaningful and rewarding employment.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Retention - Cowshed
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Up World and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Up World are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Up World on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Up World. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of Retention - Cowshed
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Up World. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Up World:Show us that you’ve done your homework! In your application, briefly mention what you admire about Up World’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Up World
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Up World will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Up World, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
